Colour is a powerful communication tool and can signal action, influence consumer behaviour, mood and mental reactions. For example, did you know specific colours are associated with increased blood pressure and induce anxiety?
How does colour psychology play into your social media performance and marketing strategy?
One thing to keep in mind, users tend to revert to the online world to pursue an informal retreat from reality. Although their goals and preferences may vary, they tend to opt for channels that are not cluttered and speak to them personally which in turn also affects their buying decision process.
That being said, we at Crowd have noticed an ongoing trend among top brands today.
For instance, take a look at Pottery Barn Mena, Lego, and Namshi. Even though there is a lot of action on all three Instagram pages, the colours selected are used to give off a calming, minimalist, and energetic feeling. It would not have been possible to evoke these emotions if the colours used were not carefully chosen. White, beige, and a wide range of pastel colours are carefully paired with powerful and influential colours like yellow, red, and blue which in turn are one of the main factors influencing the success of their brands online.
One easy way to put this theory to the test is for you to visit your favourite Instagram feed; you'll notice colour compatible look or a similar feel. After conducting marketing research, we learned that up to 90% of the first impressions are based on colour.
Let's talk about colours and how they impact your brand identity to transform a potential customer into adopting a habitual buying behaviour.
Black, for example, makes your brand look powerful, whereas Blue brings a more pleasant and calming feeling to your brand. However, yellow is a great way to attract attention while also being cheerful, and the colour red sends out a bold message that can place you at the top of the food chain in terms of confidence, leadership, and power.
When you consider how different colours affect us, you can curate your Instagram feed to meet your desired effects. Our decision to purchase something has more to do with how it looks than we may realise, especially when we try it out for the first time.
We all encounter and interact with the world through colour, and it has an even more significant impact on our consumption of that world. Your brand's colours help to communicate the moods and emotions that define it. For example, a company that sells sugary candy should avoid using yellow and green on their packaging instead of red, the colour associated with sweetness.
At Crowd, we strategically curate our client's feeds to consider all the social factors we believe will impact the consumer's purchasing behaviour and perception of the brand.
As part of our marketing plan, one of our initial steps is to identify our target audience and pinpoint their likes and dislikes. This way, we can gather the upper hand in presenting online users with content that captures their attention. Colour, tone of voice, topics, and imagery are all factors we believe influence how we assist our clients in expressing themselves successfully online.
It's all about trying out what works for you and your brand. By taking the time to understand what colors your audience will respond to, you will be able to create a compelling and powerful feel that goes beyond just being aesthetically pleasing, for example, making your brand look strong.
Crowd's international team of creatives have a deep understanding of colour psychology and use it to develop brands which create the right impression for new and existing businesses alike. Why not get in touch to see how we can help you?
Jane's passion for social media and experience in healthcare, education, beauty, recruitment, and F&B, allows her to combine her marketing expertise with a flair for writing.